臺灣國產材標章之認知、信任與永續消費意向研究

Abstract

木材被視為低碳轉型的重要材料。然而在市場流通過程中，常因來源合法性、品質穩定性與永續效益不易辨識，導致資訊不對稱與信任不足。臺灣森林覆蓋率高，但國產材自給率長期偏低，使其在淨零政策下的環境與產業潛力，尚未透過制度化機制充分發揮。 自 2018 年起，政府推動國產材標章制度，期望建立市場信任並引導永續消費行為。本研究旨在探討消費者對國產材標章的認知、制度信任及環境態度，檢視其對永續消費意向與購買行為的影響，說明標章在市場端促進永續消費的可能機制。 本研究採混合方法設計，結合量化問卷、質性訪視與政策文件分析，並以三角檢證提升可信度。量化部分回收 304 份有效問卷，建構「標章理解度」、「國產材信任」、「環境態度」、「政策支持」與「標章購買意願」等構面，進行描述性統計、信度分析、迴歸分析及購買因素差異檢定；質性資料採主題分析法，歸納制度、產業與市場層面的實務觀察，並與量化結果進行整合分析。 整合結果顯示，消費者對永續消費與環境議題抱持正向態度，並支持政府推動國產材相關政策，顯示永續價值已具備社會認同基礎。然而，國產材標章在市場端尚未形成清楚且具辨識度的制度訊號，難以成為實際採購時的主要判斷依據。環境效益雖可提升多數構面評價，但價格主要影響購買意願，顯示永續偏好仍受價格敏感度制約。此外，在制度與產業層面，多軌標章並行、行政負擔偏高及原料供應不足，加上產業端資源與技術能力差異及誘因不足，導致品質穩定性不易維持，進而影響制度落實與市場供給，使整體市場呈現「態度正向、採用有限」的轉換落差。 綜合而言，國產材標章制度已建立追溯與信任的基礎架構，但尚未成為明確的市場驅動訊號。未來應著重制度整合與簡化，強化公共採購與政策誘因，提升制度訊號力；同時提升產業端品質標準化、供應穩定性與技術能力，以降低採用障礙。若能將碳儲存或碳足跡等永續效益納入制度化資訊揭露，將有助凸顯國產材在低碳轉型中的策略價值，使國產材標章從追溯工具進一步成為支撐永續發展與碳中和治理的重要政策機制。

Timber has increasingly been recognized as a key material for low-carbon transitions due to its carbon storage and substitution potential. However, in market circulation, timber products often suffer from information asymmetry related to legal sourcing, quality consistency, and sustainability performance, resulting in limited consumer trust. Although Taiwan has a high forest coverage rate, its domestic timber self-sufficiency remains persistently low, constraining the environmental and industrial potential of domestic timber under net-zero policy goals. Since 2018, the Taiwanese government has promoted a domestic timber labeling system to enhance market transparency, build institutional trust, and encourage sustainable consumption. This study examines consumer understanding of domestic timber labels, institutional trust, environmental attitudes, and policy support, and evaluates how these factors influence sustainable consumption intentions and purchasing behavior. The research aims to clarify the mechanisms through which timber labeling functions as a market-based governance tool. A mixed-methods research design was adopted, integrating quantitative surveys, qualitative interviews, and policy document analysis, with triangulation employed to enhance analytical validity. A total of 304 valid questionnaires were collected, measuring constructs including label understanding, trust in domestic timber, environmental attitudes, policy support, and purchase intention. Quantitative analyses included descriptive statistics, reliability testing, regression analysis, and group difference tests based on purchasing considerations. Qualitative data were analyzed using thematic analysis to capture institutional, industrial, and market-level perspectives, and were subsequently integrated with quantitative findings. The integrated results indicate that consumers generally hold positive attitudes toward environmental sustainability and support government policies related to domestic timber, suggesting a broad social foundation for sustainable values. However, domestic timber labels have not yet formed a clear and easily recognizable market signal, limiting their influence on actual purchasing decisions. While perceived environmental benefits positively affect several evaluative dimensions, price remains the dominant determinant of purchase intention, indicating that sustainability preferences are still constrained by price sensitivity. At the institutional and industrial levels, challenges such as parallel labeling schemes, high administrative burdens, insufficient raw material supply, uneven technical capacity, and limited policy incentives undermine quality stability and supply reliability, resulting in a persistent gap between favorable attitudes and actual adoption. Overall, while the domestic timber labeling system has established a foundational framework for traceability and trust, it has yet to function as a strong market-driving signal. Future efforts should prioritize institutional integration and simplification, strengthen public procurement and policy incentives, and enhance industrial capacity for quality standardization and stable supply. Incorporating quantified sustainability information—such as carbon storage or carbon footprint indicators—into labeling systems may further strengthen the strategic role of domestic timber in low-carbon transitions and position timber labels as an effective governance mechanism supporting sustainable development and carbon neutrality.